Public relations agency Icon has won a competitive pitch for a new destination marketing campaign for the Great Ocean Road region.
The agency has developed a strategy for the ‘Monday’s the new Sunday’ campaign to cut through the region’s challenges of deal fatigue and familiarity, Carole Reid said.
“Icon’s innovative strategy is a new approach for the Great Ocean Road region and we are confident it will achieve our goal of increasing visitation during shoulder and off peak seasons,” Reid, director of Great Ocean Road Marketing, said.
Great Ocean Road Marketing is a partnership between the Great Ocean Road regional tourism board, Geelong Otway tourism and Shipwreck Coast Marketing.
The campaign’s aim is to encourage Victorians to take a long weekend and explore the region.
The communication strategy will see a combination of traditional media, social media and digital channels.
A group of high profile Instagrammers will visit the region to create content for the campaign with the aim to get @visitthegreatoceanroad and #mondaysthenewsunday trending on social media.